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Product designer, product maker.

Hi

I design the tools teams run on, and the systems that help them decide what to build.

I'm Jonatan Hernández, a senior product designer based in Barcelona. My career has lived where design meets product and technology: a mobile CRM for sales reps on the road, a fast-growing no-code SaaS, and now the internal tools behind mango.com.

At MANGO I lead the design of AURA, the internal product the online store runs on. In SCALE, the Experimentation & Growth domain, I'm the founding designer of its AI squad: I created and implemented the framework its squads use to decide what to build, and CASTLE, the way we measure internal tools.

Along the way I moved from designing interfaces to designing how teams work. Today I also build: prototypes, agents and small products, with Amplified Intelligence (AI) as a multiplier of judgment, not a replacement for it.

I'd rather validate the problem early than build the wrong thing fast.

What I bring

01

Internal tools people have to use

B2E products where every bit of friction becomes daily lost time. I measure them with CASTLE, six UX pillars built for software users can't opt out of.

→ MANGO AURA · CASTLE · CFM at ForceManager
02

Agentic Design Ops

Frameworks and agents that help squads decide before they build, with gates no one gets to skip.

→ Agentic Product Framework · 100% of SCALE squads
03

Product, end to end

From discovery with stakeholders to delivery with engineering, through design systems that let teams reuse instead of redraw.

→ ForceManager · Landbot
04

Build to learn

I prototype in code when that's the fastest way to test an idea, and I ship small products on my own to try methods before I bring them to work.

→ Sin FOMO · this website

Path

  1. Senior Product DesignerMANGO · International fashion retailerAURA, the internal product behind mango.com: style guides, UX patterns and journeys. Today in SCALE, Experimentation & Growth, as founding designer of its AI squad, creator of the Agentic Product Framework and CASTLE.2023 – now
  2. Product DesignerLandbot · No-code chatbot builderIntegrations squad: connecting the chatbot builder with HubSpot, Salesforce, Google Drive, Calendly or WhatsApp, without webhooks.2022 – 2023
  3. Web DesignerLandbotLed the migration from WordPress to Webflow, protecting the SEO-critical blog, plus the brand design system.2021 – 2022
  4. UI/UX & Design ManagerForceManager · Mobile CRM for field sales, acquired by SageLed design in marketing: the design line, the corporate site, revenue pages and an asset system shared with product.2018 – 2021
  5. UI/UX DesignerForceManageriOS and Android interface, web design system foundations and CFM, my first internal tool.2016 – 2018

Freelance & earlier

  1. Marketing consultantgroWZ ConsultantsDigital advisor for companies on their marketing and online presence, alongside my product roles.2020 – 2024
  2. Graphic designerMacTodayCovers for the sections of MacToday, a monthly magazine about the Apple world.2015 – 2017
  3. Video editorACB TVVideo editing for ACB TV, the channel of the Spanish basketball clubs association.2014 – 2016
  4. Design LeadMacnificosFrom intern designing newsletter banners and paid ads to Design Lead of the e-commerce: checkout flow and navigation. Macnificos was acquired in 2025 by Rossellimac, an Apple Premium Reseller.2013 – 2016

Out there

Jonatan on stage at ProductTank Barcelona, next to a slide titled The mindset shift
TalkWhy are internal tools undervalued? And how product thinking unlocks their valueA talk on product thinking for internal tools: start from observation, ask why before building, make the work visible, and work with stakeholders, not for them.→ ProductTank Barcelona · hosted at MANGO · Oct 2025 ↗

Toolbox

Design
Figma · Sketch · Design systems · Prototyping
Research
Discovery · Interviews · Usability testing · Workshops
Measure
CASTLE · Signals and guardrails · Experiment design
Build
Claude & agents · Context engineering · Next.js · React · Webflow
Languages
Spanish & Catalan (native) · English (professional working proficiency)